10

Crafting
the Brand Positioning

Marketing Management, 13th ed

 Chapter Questions

How can a firm choose and

communicate an effective positioning in
the market?
How are brands differentiated?
What marketing strategies are
appropriate at each stage of the
product life cycle?
What are the implications of market
evolution for marketing strategies?
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 What is Positioning?

Positioning is the act of designing the

companys offering and image to
occupy a distinctive place in the mind of
the target market.

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 value proposition

A value proposition is a promise

of value to be delivered and
acknowledged and a belief from the
customer that value will be delivered
and experienced. A value
proposition can apply to an entire
organization, or parts thereof, or
customer accounts, or products or
services.
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 Value Propositions

Perdue Chicken/ K & Ns

More tender golden chicken at a moderate
premium price
Dominos
A good hot pizza, delivered to your door
within 30 minutes of ordering, at a
moderate price

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 Competitive Frame of Reference

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 Defining Associations

Points-of-difference Points-of-parity
(PODs) (POPs)
Attributes or benefits Associations that
consumers strongly are not necessarily
associate with a unique to the brand
brand, positively but may be shared
evaluate, and believe with other brands
they could not find to
the same extent with
a competitive brand
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 PODs and POPs

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 Consumer Desirability Criteria for PODs

Relevance

Distinctiveness

Believability

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 Deliverability Criteria for PODs

Feasibility

Communicability

Sustainability

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 Differentiation Strategies

Product Personnel

Channel Image

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 Product Differentiation

Product form Style

Features Design
Performance Ordering ease
Conformance Delivery
Durability Installation
Reliability Customer training
Reparability Customer consulting
Maintenance

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 Channel Differentiation

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 Image Differentiation

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 Claims of Product Life Cycles

Products have a limited life

Product sales pass through distinct
stages each with different challenges
and opportunities
Profits rise and fall at different stages
Products require different strategies in
each life cycle stage

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 Figure 10.1 Sales and
Product Life Cycle

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 Figure 10.2 Common
Product Life-Cycle Patterns

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 Figure 10.3 Style, Fashion, and
Fad Life Cycles

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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 10-20
 Strategies for Sustaining
Rapid Market Growth
Improve product quality, add new features,
and improve styling
Add new models and flanker products
Enter new market segments
Increase distribution coverage
Lower prices to attract the next layer of price-
sensitive buyers

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 Marketing Product Modifications

Quality
improvements
Feature
improvements
Style improvements

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 Marketing Program Modifications

Prices

Distribution

Advertising

Sales promotion

Services

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 Ways to Increase Sales Volume

Convert nonusers
Enter new market segments
Attract competitors customers
Have consumers use the product on
more occasions
Have consumers use more of the
product on each occasion
Have consumers use the product in
new ways
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 A Product in Decline

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 Market Evolution Stages

Emergence Growth

Maturity Decline

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 Marketing Debate

Do brands have finite lives?

Take a position:
1. Brands cannot be expected to last
forever.
or
2. There is no reason for a brand to
ever become obsolete.

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 Marketing Discussion

What strategies do firms use to

try to position themselves on the
basis of pairs of attributes and
benefits?

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